A third were unclear of the value, while 18% said a lack of tools prevented them from using social media for lead generation. Most companies (43%) admit they have no strategy in place for incorporating social media into demand generation. No was the answer from 53%, while 12% were unsure. When asked “Is your company using social media for demand generation?”, only 35% of respondents said yes. Over half of B2B companies are not tapping into social media’s potential as a lead generation tool. LinkedIn, ‘professional social network,’ trails behind despite figures suggesting that it is almost 300% more effective than Facebook and Twitter for lead generation. Of those who use social media for demand generation 80% use Facebook, 78% use Twitter and 51% use LinkedIn. Under one third (32%) said they use it for lead generation, while only 16% use social media to assess market perception of their brand.ī2B marketers clearly favour the ‘big three’ social networks as marketing tools. Interestingly, the next most common arrangement is for social media to be shared across different departments (23%), while only 11% of companies’ leave social media management to the web team.Ĭompanies cited three top reasons for using social media: creating brand awareness (83%), encouraging social sharing (56%) and gaining trust and followers (55%). Within those companies, the PR/communications department is most often responsible for the social media strategy and output (in 26% of cases). Only 64% of the UK companies surveyed use social media as a marketing tool, meaning that over a third (36%) do not. We know the power of social media in creating brand awareness, but are companies using it to drive demand generation as well? This 2012 survey by Eloqua investigated how B2B marketers use social media to promote, engage and sell. Social CEOs are changing the way brands build their reputation online.( Image source) How Do B2B Companies Use Social Media? These tools also help content marketing teams manage the CEO’s social profiles when needed. Social media management platforms such as Buffer and Hootsuite can help CEOs manage their social media accounts and consistently post content online. There are a number of tools social CEOs can use to share their voice online. Not only will this boost the reputation of your company, but it will also bring a more human voice to your business. From product launches to industry-related news, social CEOs can use their voice online to become an industry thought leader. Social CEOs can talk about a variety of topics online. Whether it’s creating a social media profile or a CEO Facebook page, think of the best channels for sharing your CEO’s voice online. Especially if your CEO doesn’t normally use social media, it’s important to find a way you can leverage their voice online. When planning your social media strategy, it’s important to think of ways you can get your CEO involved. Include your CEO in your social media strategy Additionally, customers who interact with CEOs on social media are more likely to trust the company and want to make a purchase from the business. CEOs who engage on social media are able to show a more personal side of the company and add value to the company’s marketing strategy. And he has over one million followers – not bad!Īs you can see in the Infographic below, analysts expect CEO engagement on social media to double by the year 2017. He also knows where his target audience is, focusing on Twitter and Instagram. He uses his personality, humor and leadership to drive conversations. One of the best social CEOs is John Legare of T-Mobile. CEOs who interact online through Twitter, Facebook or Linked can build relationships with their target audience and put a face to their company, their strategy and their leadership. The Social CEO has a unique power that can boost the reputation of any company. Over the last five years, CEOs have been making an appearance on social media. This rise of the social CEO is changing the way companies market their business and build their brands.
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